What Is an Attribution Window?
An attribution window is the time period during which a purchase is credited back to an ad interaction.
For example:
A shopper clicks an ad on April 25
The shopper purchases the product on May 5
If the attribution window is 14 days, the sale will still be attributed to the April 25 ad click.
How Adbrew Handles Attribution
Adbrew follows a 14-day attribution model across reporting. This means purchases made within 14 days of an ad interaction can still be attributed back to that ad click date.
How Amazon Handles Attribution
Amazon uses different attribution windows depending on the campaign types. Some campaign types may use:
7-day attribution
14-day attribution
Because of this, certain purchases counted in Adbrew may not appear in Amazon Ads reporting for specific ad types.
Why the Numbers May Not Match
Since Adbrew consistently uses a 14-day attribution model while Amazon reporting can vary by campaign type, it is normal to see:
Higher sales/orders in Adbrew
Lower sales/orders in Amazon Ads for some campaigns
This is expected behavior and does not indicate an issue with reporting accuracy.